Foreign Nameplates Cost Less to Advertise

Frank Williams
by Frank Williams
foreign nameplates cost less to advertise

Honda got the biggest bang for their American advertising buck in 2006, according to Brandweek. A study by research firm Compete reveals that the Tokyo transplant spent just $118 in advertising per brand shopper last year, besting Toyota by $40 per. Ford was the biggest spender, forking-out $240 per vehicle to entice each shopper into their showrooms. Overall, foreign nameplates averaged $182 per shopper in 2006, while domestic manufacturers spent an average of $223 per shopper. Looking at individual brands, Scion spent a whopping $30 per shopper. "The smaller brands with a clearly defined target performed the best," Compete's Mike Jennings opined. "Brands like Scion and MINI have a product line that also corresponds, whereas Ford has to go from an F250 truck to a Fusion. It shows a fundamental of marketing, which is, ‘ID a target and hit it.'" It also shows that a product with a good reputation and high "gotta have it" factor doesn't need a lot of advertising. And we reckon GM's $150m Malibu launch campaign will probably help the General unseat Ford's ad spend per customer when the 2007 figures are released.

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  • Jthorner Jthorner on Dec 04, 2007

    Toyota probably would have been more on par with Honda except for the massive Tundra roll-out blitz, which blitz is unlikely to be repeated anytime soon. We all already know that most automotive advertising is poorly thought out, executed and placed.